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Joumana Soufi

I had the pleasure of being interviewed for a feature on Rtister.com, a global home for the savvy shopper who loves to own something contemporary, special, and unique. Based in London, Rtister nurtures and hones emerging designers and merges them with some of fashion’s most established names to create a global platform that showcases the very best in contemporary womenswear.

My feature is now available on Rtister, or you could check it out here! Don’t forget to shop a little and follow them on Instagram @Rtister

My latest project for Posh Fairy was a shoot for the soon to be launched L’Occitane au Bresil; a new brand with a French soul and a Brazilian heart. Traveling through the waters of Brazil, Olivier Baussan; the founder of L’Occitane en Provence discovered rich and exuberant eco-systems with fascinating ingredient stories, this encounter of Brazilian liveliness with L’Occitane’s values inspired to create a new brand: L’Occitane au Bresil.

The concept of the shoot was obviously inspired by Brasil, the beauty, the vivid colors, and the tradition. After scouting a few potential locations, we decided to shoot at a nursery, and Home & Garden were more than welcoming of the idea, and offered us complete access to their showroom. I will be sharing the final shots with you very soon, as they are currently exclusive material to Styles Magazine June issue.

And lastly for now, I would like to bring your attention towards every person who worked with me on this shoot, the team was in amazing harmony and they made the entire project such a great experience. A big thank you goes to all of them.

For as far as I can remember, I’ve been fascinated with underwater photography. Maybe because it reflects a certain type of beauty that you don’t see everyday, and you definitely might not even know exists!

The work on this project was challenging as much as it was very exciting. I put the team together and was stuck looking for the photography equipment that we needed, rented some from a company and scheduled the shoot which had to be between 3 am and 9 am since the pool of Al Hamra Thermae would be open for members after that. The shoot was a while back so add to that, it was freezing! Unfortunately, Jalil and I weren’t happy with the results, and the shots were not a success. We had to stop, go home, and reschedule another early shoot. Meanwhile, look for better equipment.

About 3 weeks later, we were ready. With an excited team and killer equipment, we scheduled the shoot for the second time. Here’s a glimpse of what went on, and of course, the outcome.

I’ve worked with H&M Kuwait team a few times before to conceptualize and direct shoots for different collections last year. And this year, I had the pleasure of working with them again on the oh-so-hot conscious exclusive collection that has been making headlines all over the world, and it’s SO worth it. Here are the shots.

In my social life, I meet a lot of women, most of them, if not all, are very beautiful and take real good care of their appearance, they are always happy when you bump into them at social gatherings or events, but behind closed doors is a different story, a struggle, and a painful rejection. This scenario has inspired the concept for this shoot, a paradise lost, or a paradise that only ever existed in the woman’s mind, before she wakes up to the agonizing reality.

Desperation over a fleeting love, rage over the doubt of betrayal, a burning, unrequited desire to be loved. Can you summon those sensations? Hold on to them as you take one woman’s journey towards a paradise lost. Let the air of desperation and 1960s melodrama cling to you like the aroma of tobacco clings to tweed, like the way a trail of mascara tears stains fine satin.

I was very lucky to be the only one in Kuwait who got their hands on the collaborated Isabel Marant pour H&M collection, to use at a photoshoot of my creation for The City Magazine, November Issue 2013. The photos are finally out and I’m very excited to share.

As some of you may know, I recently collaborated with A Kuwaiti based online department store http://www.twinqueens.com, to be the face of @Twinqueens Autumn/Winter 2014 collection. Head over to their website to shop the collection.

Through my years of blogging, I have met a lot of people in the fashion industry, few of them have left an impact and inspired me, and one of the most wonderful and adorable people I met who most certainly done that is the beautiful fashion Designer Mahtab Jamali. A beauty inside and out, a 27-year-old British bombshell with Persian roots, Founder, designer and official face of Katayoon, a model, international representative of Blush Hair and Beauty Salon, photographer and a qualified university lecturer. A woman who seems to excel in it all.

Born on August 1985 in Ahwaz, Iran, into a very artistic and highly educated family. Mahtab moved to the United Kingdom with her family at a young age. At the age of 17 she started her university education, studied Fashion Design for 5 years in Birmingham City University. and then continued her masters in Design With Learning and Teaching in Higher Education at Kingston University of London. At the age of 23 Mahtab started teaching Fashion Illustration to first and second year students in her university as part of her course and became one of the youngest lecturers. She then started her PhD in Dyslexia and has currently put it on hold to focus more on her booming career, and plans to continue studying again in a few years.

Mahtab started her own brand, Katayoon, in early 2011. Katayoon, which means Queen Of The World is also her mother’s name, Mahtab’s truly main inspiration in life, not only in fashion.

In such a short time all the hard work paid off, and the brand started getting great local and international awareness and have been in over 50 magazines and news papers so far, such as New York Times, The sun, Daily Telegraph, Closer Magazine, Heat Magazine, OX Magazine, Sheer and many more. Her clientele grew into the elite of celebrities and socialites, the likes of Mel B, Eva Longoria, Eva longoria’s sister, Millie Mackintosh, Alexandra Burke, Rachel Stevens, Miss World and Miss England, Lily Ghalichi, along with Princesses of Kuwait, Bahrain and Qatar.

*Photo Credits:
Designer: Katayoon
Location: London

Her designs are made to make a woman feel powerful, elegant, sexy, classy, and very confident. Nature has always been a part of her designs too, and for that she travels most of the times for her photoshoots, and her first source of inspiration is the beauty, femininity and grace she sees in each woman.

To me, she’s caught my attention when I first saw her while modelling for one of the brands, before I even met her, and after I did, she turned out to be a positive soul, with much love and amazing energy that lights up the room whenever she walks in. Her personal style has been also one of my greatest inspirations. Always dressed to kill, this beauty is showing no signs of stopping any time soon!

I was lucky enough to work with her on 2 photoshoots when she was visiting Kuwait, one was for Katayoon’s new collection at the time, and the other was for H&M’s spring/summer collection 2013. A true professional. I couldn’t have asked for better.